Unmetric took a deep dive look at some of the numbers behind the content the brand produces to glean insights about what makes Reese's such a popular brand with its audience.
See what strategies drove audience engagement.
2. Reese’s: Social Media Report
This report looks at Reese’s
performance on social media between
October 1st – December 31st, 2015
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6. Engagement Score Total Fan Posts
78 1,820
Total Posts Brand Response Rate
52 6.87%
Total Likes Avg. Reply Time
63,611 17 hrs, 51 mins
Total Comments General Sentiment
5,403 Neutral
Total Shares
10,456
BRAND POSTS FAN POSTS
Brand Overview
9. Community Analysis
Reese's fans are largely from United States followed by Canada.
Distribution of Fans
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K
United States
Canada
Mexico
Philippines
United Kingdom
Saudi Arabia
United Arab Emirates
Australia
Puerto Rico
Belgium
11. 50%50%
Brand Participation Brand Non Participation
85%
6%
9%
Posititve Negative Neutral
Brand Posts - Engagement
Reese's responded to 26 conversations generated by the 52
Posts they published.
Reese's receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts
12. Most Engaging Brand Posts
30-OCT-15, FRI 12:00PM
When you find the house that’s giving out
REESE’S Pumpkins.
#HERSHEYSHalloween
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
422 12,204 534 1,032 Positive
20-OCT-15, TUE 1:45PM
Stop #FOMO. Grab the limited edition
REESE’S Peanut Butter Square at
@DunkinDonuts before it’s too l ..
26-NOV-15, THU 12:00PM
Go big AND go home #Thanksgiving
#OnePoundCup
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
316 2,962 477 1,205 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
252 4,661 398 673 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE
13. Brand Posts - Analysis
Brand Post Types Days of the week
0 10 20 30 40 50
0 20 40 60 80 100
Videos
Photos
Links
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15
0 50 100 150 200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
14. Top Keywords Used Frequency
peanut butter 326
post 257
trees 174
chocolate 167
Butter Cups 165
User Posts
0
20
40
60
80
100
120
140
160
180
200
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative
15. Reese's responded to 125 conversations generated by the
1,820 Posts fans published.
Reese's appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
7%
93%
Brand Participation Brand Non Participation
29%
10%
61%
Posititve Negative Neutral
17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
190,222 17,934 10.41% United States
REESE'S
@ReesesPBCups
18. Engagement Score
760
Total Proactive Tweets
103
Retweets Total
5
Replies Total
687
Favorites Total
46,359
Total Mention
12,720
Total Retweets
18,336
Total Replies
0
Response Rate (%)
5.24%
Average Reply Time (mins)
4902
BRAND TWEETS USER TWEETS
Brand Overview
23. #AllTreesAreBeautiful but some taste
better than others.
https://t.co/9VA5o2kDrs
https://t.co/ayO3..
18-Dec-15, Fri 05:30PM
ENGMT. FAV. REPLIES RETWEETS
1,000 4,738 54 1,054
Top Engaging Tweets
Just as controversial, but a lot more
delicious #AllTreesAreBeautiful
#Treegate https://t.co/qIg0FR..
Woke up like this. #ThankYou
#AllTreesAreBeautiful
https://t.co/rbvgWqqXup
06-Dec-15, Sun 04:00PM
ENGMT. FAV. REPLIES RETWEETS
1,000 4,077 74 1,467
03-Dec-15, Thu 02:06PM
ENGMT. FAV. REPLIES RETWEETS
1,000 7,458 307 5,140
NO IMAGE NO IMAGE NO IMAGE
24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 10 20 30 40 50 60 70 80
0 100 200 300 400 500 600 700 800 900
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types
25. 0 50 100 150 200 250 300 350
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
#alltreesarebeautiful*
#thankyou*
#reeseswithoutpeanutbutter*
#treegate*
#hersheyshalloween*
#teamreeses*
#reeses*
#mine*
#mtvfirst*
#contestentry*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags
29. Average Reply Time : 3 days 9 hours 42 minutes
0
10000
20000
30000
40000
50000
60000
70000
80000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service
30. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
50
100
150
200
250
300
350
400
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text
35. Influencers
Name Followers Tweets
MTV 13,477,671 6
CNN en Español 12,337,481 1
Huffington Post 6,790,437 1
Hilary Duff 4,917,382 1
OneRepublic 2,782,781 1
TOP 5 INFLUENCERS
36. Generate Your Own Social Media Report
This report was generated entirely by the
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